How to  Be  Different: Importance of a Strong Marketing Message www.soapboxmarketing.com
Brought to You By… <ul><li>Soapbox Marketing </li></ul><ul><li>Marketing strategy & planning </li></ul><ul><li>Brand messa...
Brought to You By… <ul><li>Soapbox Marketing </li></ul><ul><li>Big Agency Know-How </li></ul><ul><li>Real “Management Team...
What You Will Learn <ul><li>Articulate  what makes your business different </li></ul><ul><li>Make an  emotional connection...
Your marketing message  is not: <ul><li>We do this </li></ul><ul><li>… .and this  </li></ul><ul><li>… .and this </li></ul>...
How do you go from… C C C You Web Site Social Media Lead Gen Print
To This? Print Customers WebSite Social Media Lead  Gen
Who Are Your Customers? <ul><li>Education? </li></ul><ul><li>Profession ? </li></ul>Age ? “ I have no time” “  I want easy...
What are their Pain Points? <ul><li>What is the thing they need, or the problem/concern they have that  your company can f...
Customer Profiles Start by building Personas for each target customer.  Be descriptive… humanizing.
Personas <ul><li>Lou owns a growing, mid-sized manufacturing company. Lou is in his 40s, wears glasses and tries to squeez...
Personas <ul><li>Jill is Lou’s director of sales. She's 32, single, a competitive runner, and is partial to 80s rock. She ...
Now What? <ul><li>WRITE IT DOWN! </li></ul><ul><li>Create a  Brand Overview </li></ul><ul><li>so that every company stakeh...
3 Characteristics of  GOOD Marketing Messages Clarity Relevancy Credibility
Your Website -   What’s my message? -  Will they know they are in the right place?   -  Does the visitor get my message qu...
Your Website       -  Keep your web site  customer-focused     - Your “look and feel” matches your business -  Who Cares? ...
Your Website -  Believable, trustworthy, expert -  Proof Points: Testimonials, case studies, stories, videos, articles, wh...
9 Second Rule <ul><li>You have just 9 seconds to get your    message across </li></ul><ul><li>Let’s first look at examples...
What the heck do these folks DO???
What the heck do these folks DO???
Who we are Why we’re different Benefits to you Now let’s look at a targeted home page…
Why you should care To Donors To Media To Pharmacists Clear messages to 3 target audiences.
Be Consistent Consistency builds brand awareness! Repeat your message  everywhere because…
Social Media
Make Your Message Social <ul><li>Your message and value proposition must carry to your social media presence.  </li></ul><...
<ul><li>Provide valuable info  </li></ul><ul><li>Share original content </li></ul><ul><li>Demonstrate expertise  </li></ul...
Blog? About What? <ul><li>Market trends/perspective </li></ul><ul><li>Issues important to your customers </li></ul><ul><li...
Remember: <ul><li>Tell ‘em what makes you different </li></ul><ul><li>Demonstrate value – why choose you </li></ul><ul><li...
We Can Help <ul><li>Soapbox Marketing helps  </li></ul><ul><li>organizations like yours to: </li></ul><ul><li>Make an emot...
<ul><li>Call: 703-626-1297 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.soapboxmarketing.com </li></ul><ul><li>...
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How Are You Different: Importance of a Strong Marketing Message

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The most important step in building a strong brand in a crowded marketplace is to find your unique voice. This presentation by Soapbox Marketing helps companies to articulate a strong message to the right audience on the web and in social media. Also shows some examples of what not to do on your website.

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  • So what? You have been in business longer than your competition. If you add up the experience of your staff, you get 9000 years of combined experience. What’s in it for your customer? You need to tell them explicitly why that is important to them, on your web site, your brochures, your presentations, your face to face communications, etc. etc.
  • There are thousands people who do what you do. Perhaps even in your own company, much less in the DC Metro area. How are you going to tip the scales in your favor? First you have to know who your customer is.
  • There are thousands people who do what you do. Perhaps even in your own company, much less in the DC Metro area. Ask how many people do you know who do what you. How are you going to tip the scales in your favor? First you have to know who your customer is.
  • How do you know all this? Ask!!! Interview your customers! Talk to them. What information do they need? Talk to your customer service people, your employees who interface with your customers every day. Ask them why they buy from you. Understand your customers is to feel their pain!
  • In terms of what you are selling, how can you solve their problem or fill their need as no other provider can? Be really specific. Write this out. Marketers and advertising agencies build Personas. These are real character studies, complete with a photo of each type of customer. They write everything down that they can about that customer type so that they really, truly understand them. To validate their Personas, they interview real customers who fit each type. For example, R&amp;R has several customer types.
  • HavIn terms of what you are selling, how can you solve their problem or fill their need as no other provider can? Be really specific. Write this out. Marketers and advertising agencies build Personas. These are real character studies, complete with a photo of each type of customer. They write everything down that they can about that customer type so that they really, truly understand them. To validate their Personas, they interview real customers who fit each type. For example, R&amp;R has several customer types. e them read their answers.
  • In terms of what you are selling, how can you solve their problem or fill their need as no other provider can? Be really specific. Write this out. Marketers and advertising agencies build Personas. These are real character studies, complete with a photo of each type of customer. They write everything down that they can about that customer type so that they really, truly understand them. To validate their Personas, they interview real customers who fit each type. For example, R&amp;R has several customer types.
  • In terms of what you are selling, how can you solve their problem or fill their need as no other provider can? Be really specific. Write this out. Marketers and advertising agencies build Personas. These are real character studies, complete with a photo of each type of customer. They write everything down that they can about that customer type so that they really, truly understand them. To validate their Personas, they interview real customers who fit each type. For example, R&amp;R has several customer types.
  • Just like your business plan and your marketing plan, you need to write it down.’ This forces you to think long and hard about how to explain everything that you took for granted about your brand and what it stands for. Your brand overview includes your mission and vision statements, your key brand messages: why you are different, better, unique. Some questions that it answers are: how are we different. Why is this important to our customers? What words do we use to describe ourselves and why? What tone do we use in our marketing materials and sales presentations? This exercise will get your team thinking, and then be able to articulate your specialness in an emotional way to your audience. You can be the most academic or technical company in the world, but you still have to make a personal connection with the person who’s going to buy from you.
  • Your message needs to be 3 things: easy to understand without having to read through your entire website to get it, relevant to the customers you are trying to reach, and believable.
  • Clarity in communicating your value proposition is vital in attracting the right visitors to your Website and in the conversations of sales people engaging Internet savvy buyers.
  • Ask yourself if these sites are credible, relevant and clear. Who has a watch with a second hand? Time us for 9 seconds. Whoever can tell me what this company sells wins a pizza with everything on it. Let’s look at some examples, good and bad. And let’s check for Clarity, Relevancy and Credibility.
  • Same goes here…
  • Here’s an example of many messages being conveyed successfully to different audiences. (Tell about Nova Scripts.) Client wanted to make an emotional connection to different audiences: Funders, donors, media, volunteer pharmacists.
  • Your message must be consistent across every medium that you use: web, print, face-to-face introduction. You have to use the same visual message, your visual brand, across all media as well.
  • Talk about Davelle.
  • How Are You Different: Importance of a Strong Marketing Message

    1. 1. How to Be Different: Importance of a Strong Marketing Message www.soapboxmarketing.com
    2. 2. Brought to You By… <ul><li>Soapbox Marketing </li></ul><ul><li>Marketing strategy & planning </li></ul><ul><li>Brand messaging </li></ul><ul><li>Content for web, print </li></ul><ul><li>Lead generation programs </li></ul><ul><li>Social media strategy / communication </li></ul><ul><li>Virtual Chief Marketing Officer        </li></ul>X
    3. 3. Brought to You By… <ul><li>Soapbox Marketing </li></ul><ul><li>Big Agency Know-How </li></ul><ul><li>Real “Management Team” Experience for your team </li></ul><ul><li>Passionate to a fault about delivering Marketing Excellence </li></ul><ul><li>There when you need us, for as long as you need us </li></ul>
    4. 4. What You Will Learn <ul><li>Articulate what makes your business different </li></ul><ul><li>Make an emotional connection with your audience through your marketing </li></ul><ul><li>Build your community to build loyalty </li></ul>www.soapboxmarketing.com
    5. 5. Your marketing message is not: <ul><li>We do this </li></ul><ul><li>… .and this </li></ul><ul><li>… .and this </li></ul><ul><li>… and this, too </li></ul>
    6. 6. How do you go from… C C C You Web Site Social Media Lead Gen Print
    7. 7. To This? Print Customers WebSite Social Media Lead Gen
    8. 8. Who Are Your Customers? <ul><li>Education? </li></ul><ul><li>Profession ? </li></ul>Age ? “ I have no time” “ I want easy” Income level? “ I don’t trust you” “ I am risk-adverse” Purchase Influencer? “ I’m a cheap skate” Decision maker? Tech savvy? Job Function? I HATE to shop
    9. 9. What are their Pain Points? <ul><li>What is the thing they need, or the problem/concern they have that your company can fix better than your competitors can? </li></ul>
    10. 10. Customer Profiles Start by building Personas for each target customer. Be descriptive… humanizing.
    11. 11. Personas <ul><li>Lou owns a growing, mid-sized manufacturing company. Lou is in his 40s, wears glasses and tries to squeeze in an early-morning workout whenever he can. He wears jeans to work, and drives a late model SUV with a booster seat in the back seat. He's harried and worries about managing his company's growth. He wants to use technology to increase operational efficiency and customer satisfaction, and to offset the rising costs of doing business, but doesn't know where to start. </li></ul>
    12. 12. Personas <ul><li>Jill is Lou’s director of sales. She's 32, single, a competitive runner, and is partial to 80s rock. She drives a new BMW convertible. She struggles with managing a dozen salespeople, many who are 10 to 15 years older then her. Jill wants the company to invest in a new CRM system to replace the contact management they outgrew, but wonders how she'll convince Lou and the company's CFO to spend the money . </li></ul>
    13. 13. Now What? <ul><li>WRITE IT DOWN! </li></ul><ul><li>Create a Brand Overview </li></ul><ul><li>so that every company stakeholder views your brand in the same way. </li></ul>
    14. 14. 3 Characteristics of GOOD Marketing Messages Clarity Relevancy Credibility
    15. 15. Your Website - What’s my message? - Will they know they are in the right place? - Does the visitor get my message quickly? - Information is easy to find Clarity
    16. 16. Your Website   - Keep your web site customer-focused - Your “look and feel” matches your business - Who Cares? Talk about what concerns them - Give ‘em what they came for ! Relevancy
    17. 17. Your Website - Believable, trustworthy, expert - Proof Points: Testimonials, case studies, stories, videos, articles, white papers, customer list Credibility
    18. 18. 9 Second Rule <ul><li>You have just 9 seconds to get your message across </li></ul><ul><li>Let’s first look at examples of BAD home pages… </li></ul>
    19. 19. What the heck do these folks DO???
    20. 20. What the heck do these folks DO???
    21. 21. Who we are Why we’re different Benefits to you Now let’s look at a targeted home page…
    22. 22. Why you should care To Donors To Media To Pharmacists Clear messages to 3 target audiences.
    23. 23. Be Consistent Consistency builds brand awareness! Repeat your message everywhere because…
    24. 24. Social Media
    25. 25. Make Your Message Social <ul><li>Your message and value proposition must carry to your social media presence. </li></ul><ul><li>Content you post should reinforce your message whenever possible. </li></ul>
    26. 26. <ul><li>Provide valuable info </li></ul><ul><li>Share original content </li></ul><ul><li>Demonstrate expertise </li></ul><ul><li>Start conversations </li></ul><ul><li>Build community </li></ul>Create Social Media Value
    27. 27. Blog? About What? <ul><li>Market trends/perspective </li></ul><ul><li>Issues important to your customers </li></ul><ul><li>Client success stories </li></ul><ul><li>Your niche expertise </li></ul><ul><li>New products & services </li></ul>
    28. 28. Remember: <ul><li>Tell ‘em what makes you different </li></ul><ul><li>Demonstrate value – why choose you </li></ul><ul><li>Define your audience & pain points </li></ul><ul><li>Clarity, Relevancy, Credibility </li></ul><ul><li>Be consistent </li></ul>
    29. 29. We Can Help <ul><li>Soapbox Marketing helps </li></ul><ul><li>organizations like yours to: </li></ul><ul><li>Make an emotional connection with your audience. </li></ul><ul><li>Articulate value in all your communications </li></ul><ul><li>Demonstrate uniqueness in all your marketing touches </li></ul>
    30. 30. <ul><li>Call: 703-626-1297 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.soapboxmarketing.com </li></ul><ul><li>www.soapboxmarketing.com/blog </li></ul>
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